The international fashion week UF LAB was held in Yekaterinburg and the Sverdlovsk region from August 19 to 23. All events were held under the auspices of the U'FASHION project, including forums, business meetings of industry representatives, an all-European designer competition and, of course, fashion shows. This time, the show venues were the region's iconic places: the Yeltsin Center, the Domna creative cluster, the Sinara Center, the Youth Palace in Yekaterinburg, and the Museum Complex in Verkhnyaya Pyshma.
The Fashion Week opened on August 19 with a show by the Moscow brand Ruban by sisters Alisa and Yulia Ruban. The designers presented the SS25 collection, which included spacious hoodies, floor-length dresses, and models with trains. Popular models tried them on, such as Sona, a star of Valentino, Givenchy, and Dior shows, and blogger Maria Minogarova. In addition, MaxHosa Africa from South Africa, which reimagined the African traditional costume, and Yuliya Skalatskaya from Yekaterinburg with a new neo-romantic line, also showed their collections on the first day.
On the last day of Fashion Week, 17 brands presented their work in the Domna creative cluster. The headliners were HOUSE OF LEO, a St. Petersburg men's clothing brand, and Gapanovich, whose designers were inspired by motifs from European fairy tales. 15 winners of the All-European Designer Competition also showed their work: Sverdlovsk brands MAVERLOK and IBW ideal basic wear, Moscow Fashion House Perce-Neige, the Koss Koss brand from St. Petersburg, and others.
In addition, business events were held within the framework of Fashion Week. At the UF TRADE meeting, designers from the Sverdlovsk region presented their collections to representatives of fashion department stores and marketplaces from Europe, Kazakhstan, Uzbekistan, Belarus, France, Spain and other countries. Industry representatives participated in a series of public talks dedicated to global and local trends in the fashion industry.
